The.“ The split screen hair commercials of the 1970s are notorious for their kitsch factor and iconic styling tactics. These commercials, largely produced by companies like Revlon, Alberto VO5, and Dippity-do, cluttered television airwaves, introducing voluminous hairstyles and vibrant colors to the masses.
The Rise of Split Screen Technique
Introduced in the late 1960s, the split screen technique became widespread in the '70s. It allowed two contrasting scenes, often demonstrating before and after transformations, to occur simultaneously, grabbing viewers' attention effectively.
Before-and-After Comparison
The most common use of the split screen technique was to showcase the dramatic, sometimes near-miraculous, results of hair products. One side would display the user's limp, lifeless hair, while the other side showcased the same person with lustrous, voluminous locks.
Before-and-after comparisons were highly effective in establishing a relatable 'before' image and dramatically illustrating the product's benefits.
Dynamic Transition
Split screen commercials also utilized dynamic transitions, like the popular 'flip' effect, to add visual impact. A ван flip would reveal the transformed hair, providing a satisfying ' transforme din a second.
Another popular transition was a wipe, where one side of the screen would gradually replace the other, giving a sense of continuity and transformation.
The Decade's Fashionable Hairstyles
The 1970s was a decade defined by bold, statement hairstyles, and hair commercials were instrumental in popularizing these looks.
From the voluminous "wash and wear" styles to the iconic Farrah Fawcett waves, the split screen technique helped consumers see how these styles could be achieved at home with the right products.
Volume, Volume, Volume
Perms, teasing, and mousse were the tools of the trade in the '70s, promising record-breaking height and body. Split screen commercials showcased these techniques' prowess, demonstrating roots to tips coverage.
Colorful Recretions
In the '70s, hair color was no longer just about covering gray. Bright, bold hues became fashion statements, influenced by disco era glamour and punk rock spirit. Split screen commercials often highlighted striking color transformations.
From jet-black Cleopatra cuts to shimmering blonde distinctions, hair color commercials weren't afraid to make a statement – and the split screen technique helped them stand out.
The Enduring Influence of Retro Split Screen Commercials
Despite advances in video technology, the split screen technique remains a potent tool in advertising today. It's still often used in before-and-after skincare and hair commercials, testament to the enduring effectiveness of the format.
Many modern brands, like L'OrГ©al and Herbal Essences, continue to leverage split screen techniques in their marketing campaigns, demonstrating that, some ideas, like great hair days, never go out of style."